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K., the price is even steeper: from $19.99 to $22.89 a month, depending on the country. After months of testing, spokeswoman Rosette Pambakian said, the company simply found that some demographics are willing to pay more money than others to receive the exact same thing.Same service, different price points, based solely on the dating industry’s longtime Achilles heel: . (Roughly half of Tinder’s users are between ages 18 and 24; the rest fall in that over-25 age range.) It’s not exactly a controversial concept, and one you’re probably pretty familiar with already. Except, as bloggers and Tinder-swipers the world over have pointed out, there are some very real economic differences between online dating and music streaming.It’s the reason some theaters reserve discounted tickets for patrons under 30, and why many services — including Spotify, Tinder would like you to note — offer a discounted “student” rate. Dating is a market unto itself — a market that heavily penalizes over-30s, already.

Mere months after Tinder made headlines for firing its only female co-founder under very shady circumstances, everyone’s favorite hook-up app has landed itself in a hot new drama — this one relating to how Tinder treats online daters of different ages.

This week, the company rolled out a premium, paid version called “Tinder Plus,” which lets users manually change their locations and undo “swipes” that they regret.

Tinder Plus isn’t cheap: It runs about $9.99 a month for most users.

But for users over age 30 in the United States, and over age 28 in the U. For the ever-more-rapidly expiring life of me, I cannot think of a justifiable reason to charge people who aren’t twenty-something twice as much.” Tinder has, in a rote and sort of tone deaf statement, explained the price discrepancy on purely economic grounds.

Whatever the exact reasons, it puts single people over 30 (especially single, heterosexual women over 30) in a bit of a bind.

Their dating pool has already shrunk as they aged — by as much as 80 percent, according to one study.

And the 20 percent of single guys their age that remain are statistically far more likely to want a lady in her 20s.

To explain this problem, let’s talk about the sociological realities of dating for just a second.

There are a whole slew of studies devoted to human attraction, and what makes one person desirable to another, and how people navigate what my mother terms “all the fish in the sea.” This is obviously a complicated, nuanced field, with lots of individual differences.

But in general, the findings on age are pretty clear. But men looking for a partner, gay or straight, tend to favor people the same age or younger than them.

There are a few theories for why this might be: an assumption that age = life stage/maturity; some biological concerns about “ticking clocks” and that kind of thing; an inherent fixation on youth, something people have prized, across cultures, since pretty much the beginning of time.